Kim Portrate, chief executive of ThinkTV, has welcomed a call today by the renowned marketing science academic Professor Karen Nelson-Field for the global advertising industry to review the current MRC viewability standard for video advertising.
Speaking at ReThinkTV in Sydney, Portrate said: “Last year we asked Karen to help us understand how TV works. We had no inkling that the results of her work would lead us to understand how the current video advertising standards were short-changing brands.
“Karen’s findings are illuminating, and quite frankly, alarming, which is why ThinkTV supports her call for a review of video advertising standards.
“The science is in: there is value in the impressions which meet the current minimum standard but this study demonstrates there is room to improve the impact and effectiveness of video advertising. It’s also an opportunity to reconsider how we choose video advertising platforms and what kind of return they deliver on the metrics that matter most – attention and sales impact– because these are the two that drive growth.
“ThinkTV is working through these findings with our shareholders to ensure we are providing robust and relevant metrics for TV – broadcast, IP delivered and catch up – in all its forms, across all devices – to ensure you are getting the best out of today’s TV experience. Because, in the end, it is what advertisers deserve when they invest with us.”
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]